How AI Will Change Marketing

The proliferation of online platforms that compete for user attention and attention spans are challenging marketers’ ability to get a return on their investment. As we continue to learn more about what behaviors we really care about, marketers are attempting to come up with new ways to engage consumers.

Brands that are thinking differently about ad-buying technology can help themselves cut through the noise and create engaging, rich experiences that deliver meaningful, next-level marketing returns. Our research, conducted with Purple Research, shows that by 2020, AI-enabled technologies will account for a majority of the time spent online, up from 40 percent currently. The result is that marketers need to be thoughtful about how to incorporate their marketing tech into their products, services and processes. The right strategy and training for marketers and brand experts is going to be crucial to navigate a rapidly changing business landscape.

Top five AI-driven activations by brand marketers

Sprinklr is a leading provider of software that optimizes real-time media buys for brands. For Sprinklr, AI-powered insights help determine which consumer insights to incorporate in the digital content experience, whether it’s a new product launch or campaign optimization. As the TV ad-buying tech becomes more intuitive, imagine all of the creative, integrations and video content being tapped to inform performance and activation. For Sprinklr, AI is the key to elevating brand engagement, which is especially important considering digital adoption is exploding. As TV’s relevance goes away, Sprinklr’s AI solutions are being used to help brands create relevant and engaging products and experiences for their audiences.

Crowdcube is a crowdfunding platform which recently rolled out its AI powered Insight platform powered by OpsLab AI. Crowdcube’s free platform is used by campaigns with budgets in the billions of pounds. It can predict which campaign strategy will best to deliver the best return on investment and predict which consumers will actually click, and therefore react, to promoted messages. Companies using Crowdcube and other AI powered platforms are gaining real data insights based on how their work is performed.

Aventurera is an international shopping platform that recently deployed another New York-based company, OpsLab AI, to enhance marketing insights. By translating disparate data, Aventurera’s AI is able to target individual customers based on similar behavior to help customers, increasing the probability that they’ll complete a purchase. Aventurera’s AI systems are fully automated and are conversant in local languages, thus ensuring a mobile-friendly user experience for customers across all of their markets.

Peeku, a New York-based live video-shopping platform, is leveraging AI for three key areas: speech recognition, image recognition and sentiment analysis. It automates more than 500 aspects of fulfillment, including customer ratings, ads, conversions, shipping and returns. Consumers no longer have to click through and manually enter details, not only saving them time, but also enabling an accurate reading of their interactions with the platform. Now their conversation will be graded at a speed much more aligned with their interpretation abilities. On the advertiser side, big brands, agencies and retailers are also adjusting their content to use chatbots and AI trained to answer consumers’ queries, drive traffic and engage consumers.

Massive Marks, a digital merchandising platform for moms and baby, is using Blue Shell, a Seattle-based technology company that uses artificial intelligence to make product recommendations. They are aiming to greatly improve the shopping experience for moms, with a focus on creating a more personal shopping experience. What they have found is that by using machine learning, the group is gaining relevant recommendations that improve the overall shopper experience. They have leveraged Blue Shell’s human-only recommendation engine on millions of products, applying machine learning to help them serve up products that are relevant to their customers and engaging the conversation the same way an in-person shopping advisor might. Their results are quite impressive, as they have seen significant increases in conversion rate and customer satisfaction.

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